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분야
ppt2.Brand Analysis
3.Consumer Survey Analysis
4.4P · STP Strategy
5.Marketing Strategy
6.Conclusion
Market Leader
Drinking Culture Change
Low Alcohol Degree Trend
Entry to Overseas Market
Strength
Low alcohol degree
The best known brand
Nationwide distribution
network
Sensational package and
naming
Weakness
Old-fashioned image
Spread of customer’s need to soft taste
Low share in other region
Opportunity
Increase of female consumer
Sustainability of consumer
Broad Soju market due to
economic downturn
Threat
Low-alcohol drink release of
competitors
Decrease of price competi-
tiveness
Consumer’s acceptability to
new and innovative product
